Dr. Jun Ma is Professor and Doctoral Supervisor of School of Automotive Studies, Tongji University, founder of HVR Lab, Double-Hired Professor and Doctoral Supervisor of College of Design & Innovation, Tongji University, and Founder and Director of Innovative Design and Entrepreneurship Faculty. He is Deputy Director of Intelligent Cabin Working Group of China SAE, Board Member of XuanYuan University and Judge of XuanYuan Award, and Founder of China Intelligent Cabin Award (CICA) with J. D. Power. Dr. Ma has about 30 years of research and industrial practice experience in automotive product R&D, human-machine interaction, and innovative design. He focused on the user experience of the automotive industry and improved the academic infrastructure by combining interdisciplinary cooperation and in-depth industrial practice. He proposed the concepts of “Human-Vehicle Relationship”, established the development process of DDP double-diamond process for intelligent vehicles, and created theC-HVR evaluation system. Dr. Jun Ma lived and worked in Germany for 15 years. He was graduated from Technical University Darmstadt in Germany, majoring in electronic engineering and automation. Dr. Zaiyan Gong is Director of HVR Lab, Tongji University, General Manager of Shanghai AMMI Intelligent Technology Co., Ltd., Associate Partner of Hofstede Insights, and board member of DUXU, HCI International. He holds a Ph.D. in Automotive Engineering from Tongji University. His current research activities focus on automotive intelligent cockpit development process across different cultures, including definition, analysis, design, and evaluation. The research covers both rational and emotional fields. For the rational part, he originally created the real-car driving simulation platform, which can test usability with objective quantitative data for any mass-produced cars in a virtual driving scenario. For the emotional part, he introduced the Hofstede 6D culture model into automotive UX definition, to show the distinctive user requirement among various target groups. He has rich experience in the automotive industry for 15 years.